The Effect of Awareness on the Behavior of Advertisement on Social Network Basis for Cosmetic Products Line

Pham Van Tuan; Pham Sy  Phuc; Tran Van  Nguyen; Tran Thi Thu  Trang; Dinh Tran Ngoc  Huy; Hoang Thi  Nga; Pham Thi Hong  Nhung; Bui Thi Hong  Chinh

doi:10.37899/journallabisecoman.v3i2.569

Pham Van Tuan National Economics University (NEU), Hanoi Vietnam
Pham Sy Phuc National Economics University (NEU), Hanoi Vietnam
Tran Van Nguyen National Economics University (NEU), Hanoi Vietnam
Tran Thi Thu Trang National Economics University (NEU), Hanoi Vietnam
Dinh Tran Ngoc Huy Banking University HCMC, Ho Chi Minh city Vietnam & International University of Japan
Hoang Thi Nga National Economics University (NEU), Hanoi Vietnam
Pham Thi Hong Nhung Viet Hung University, Vietnam
Bui Thi Hong Chinh Viet Hung University, Vietnam

DOI: https://doi.org/10.37899/journallabisecoman.v3i2.569

Keywords: Avoid Advertising, Cosmetic Products, Awareness, Behavior, Social Networks

Abstract

The study examines the factors affecting the perception and interaction behavior with advertising cosmetic products. The authors used SPSS and Smart PLS software to conduct statistics and analyze survey results. The results of data analysis show that there are 5 factors that directly affect the perception of avoidance: Health concerns; Doubts about advertising intermediaries; Privacy concerns; Information value; Obstructing cognitive goals. The factor that directly affects Avoidant Behavior is Perception of avoidance, there are 5 factors that indirectly affect Avoidant Behavior: Health concerns; Doubts about advertising intermediaries; Privacy concerns; Information value; Obstructing cognitive goals. At the same time, the research also shows that negative experiences do not affect the impact process from Avoidant Perception to Avoidant Behavior. This study has important practical elements for businesses, managers and even social network users in reducing users' awareness and avoidance of advertising.

References

Arshad, H., Mehmood, M. Z., Shah, M. H., & Abbasi, A. M. (2020). Evaluation of heavy metals in cosmetic products and their health risk assessment. Saudi Pharmaceutical Journal, 28(7), 779-790.

Chatterjee, P. (2008). Democracy and economic transformation in India. Economic and political weekly, 53-62.

Cheon, S. E., Choi, S. S., Han, J. S., Choi, Y. S., Jung, B. H., & Lim, H. S. (2004). Capacity fading mechanisms on cycling a high-capacity secondary sulfur cathode. Journal of the Electrochemical Society, 151(12), A2067

Clancey, M. (1994). The television Audience Examined. Journal Advertising Research, 39(5), pp. 27-37.

Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of current issues & research in advertising, 17(1), 1-18.

Grubbs, M. H., & Milne, G. (2010). Gender differences in privacy-related measures for young adult Facebook users. Journal of Interactive Advertising, 10(2), 28-45.

Huang, G. (2019) Variation matters: How to curb ad intrusiveness for native advertising on Facebook, Twitter, and Instagram. Internet Research, 29(6): 1469 -1484.

Kelly, L., Kelly, J. and Kerr, G., 2010. Avoidance of Advertising in Social Networking Sites. Journal of Interactive Advertising. 10(2): 16‐27.

Kotler, P. & Armstrong, G. (2014), ‘Nguyên lý Tiếp thị (14th Ed.)’, Thành phố Hồ Chí Minh: NXB Lao Động

Li, H., Edwards, S. M., & Lee, J. H. (2002). Measuring the intrusiveness of advertisements: Scale development and validation. Journal of advertising, 31(2), 37-47.

McMillan, S. J., & Hwang, J. S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of advertising, 31(3), 29-42.

Morimoto, M., & Chang, S. (2006). Consumers’ attitudes toward unsolicited commercial e-mail and postal direct mail marketing methods: intrusiveness, perceived loss of control, and irritation. Journal of Interactive Advertising, 7(1), 1-11.

Niu, X. Wang, X.; Liu, Z. (2021). When I feel invaded, I will avoid it: The effect of advertising invasiveness on consumers' avoidance of social media advertising. Journal of Retailing and Consumer Services, 58: 102320.

Philip Kotler & Gary Armstrong (2014), ‘Nguyên lý Tiếp thị (14th Ed.)’, Thành phố Hồ Chí Minh: NXB Lao Động.

Schneider, G. (2005). "Skin Cosmetics" in Ullmann's Encyclopedia of Industrial Chemistry, Wiley-VCH, Weinheim. doi:10.1002/14356007.a24_219.

Speck and T. E. Micheal, Predictors of Advertising Advoidance in Print and Broadcast Media, Journal of Advertising, vol. 26, pp. 61-76, 1997

Speck, P. S., & Elliott, M. T. (1997). Predictors of advertising avoidance in print and broadcast media. Journal of Advertising, 26(3), 61-76.

Taylor, A. M., Vovk, I., & Neronov, A. (2011). Extragalactic magnetic fields constraints from simultaneous GeV–TeV observations of blazars. Astronomy & Astrophysics, 529, A144.

Youn, S., & Kim, S. (2019). Understanding ad avoidance on Facebook: Antecedents and outcomes of psychological reactance. Computers in Human Behavior, 98: 232–244

Zeynep, U. S. A. L. (2008). Dünya Bankası ve IMF kapsamında uluslararası finans kuruluşları ve insan hakları. İstanbul Üniversitesi Siyasal Bilgiler Fakültesi Dergisi, (39), 231-246.